Customer Loyalty - in the Hospital?
Does
seeking ‘customer loyalty’ make any sense
in a hospital setting?
Most people try to avoid becoming patients.
But bodies do need medical care from time to time.
Providing that care to repeat customers can be profitable
for doctors, hospitals and medical centers. But it might
be awkward for your doctor to say, ‘I look forward
to seeing you again soon.’
To build a successful practice, every doctor should
give a high level of technical care (diagnosis and treatment)
coupled with an equally high level of personal care
(assurance, education and compassion).
Technical care is essential – no one wants an
incompetent doctor. But personal care can make all the
difference between one medical service provider and
another.
I visited two dentists for treatment of a troublesome
tooth.
Dentist A was highly recommended, but the office was
spartan and the ambience cold and tense. I quickly forgot
his name.
Dr. Peter Tay was also well recommended, but his office
was quite a surprise.
I found pleasant surroundings, a vast array of magazines,
plenty of educational literature, attractive posters
and paintings on the wall. Inspirational music played
in the lobby. A range of other music was available for
my personal listening pleasure. There was even a pantry
with hot and cold drinks and a refrigerator with healthy
snacks for light refreshment.
The nurses were genuinely cheerful. The telephone receptionist
almost chirped!
And the dentist? Clearly, he enjoys working
in this office.
When my treatment was finally done, Dr. Tay smiled and
said, ‘I shouldn’t say we look forward to
seeing you again soon, but if you ever need our care
in the future, you know where to find us.’
He’s right. I’m not keen to go
back for similar treatment. But I do get regular check-ups,
and every six-month cleanings. And I make many enthusiastic
referrals.
All that repeat business goes to the same dentist. Dentist
A or Dr. Peter Tay? You can guess which one.
Key
Learning Point
If you want customers
coming back again and again to your business, be
competent at what you do -that's essential. But also take
the time to be assuring, informative, comforting and kind.
Even in medical situations (emergencies aside) people
have a choice about where to go, and who to recommend.
Action Steps
Do all you can to
be the best you can in your chosen profession. Improve
your skills, raise your standards, upgrade your certification.
But also improve your surroundings, your office and the
environment in which you work.
Your skills and space go hand in hand in the eyes, ears
and hearts of your customers.
Next Article in Customer Service Value Dimensions >>
Business Busters & Loyalty Losers
First Article in Customer Service Vision >>
100% is Not Enough. You Need 120%
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